About

beingU™ is focused on providing high-quality lingerie for women of all skin tones with a particularly strong focus on black women and other women of colour. We offer an inclusive lingerie solution to women in colours and styles that are specially designed to flatter their skin tone and body shape. We have considered our customer’s comfort all the way through the design process, and truly believe that our product is beautiful to look at but also amazing to wear. We have also added a solutions range of backless/strapless bras and accessories in multi skin tones.

A message from Sadia

I believe that who people are is more important than what they have done. My past and present have certainly proved that no matter what you go through you can and will achieve anything if you commit to your dream. I moved to the UK from Sierra Leone at 16, trained as a cancer nurse initially but have held other roles in business over the years until I became the proud founder of beingU in 2008. Personal challenges have delayed bringing products to market but believe me, I am more passionate than ever.

My daughter is my main inspiration for the beingU brand and I am determined to ensure she grows up in a world that celebrates women of all shapes, shades and sizes.